Argentinian agency Dhélet Y&R put people in a canine’s shoes, getting select folks to don a customized dog mask and walk about town. Unbeknownst to them, soon to be piped into the dog head mask were the sounds of a fireworks show as they would be heard through the ears of a pooch. The audio is unbearable and fear-inducing, raising awareness of the damage fireworks can wreak on dogs.

Lujan Islas of production house Cronos directed this man/dog-in-the-street PSA--in which people listen to pyrotechnics the way dogs would--for animal charity/dog shelter Refugio Zoobrevivientes.